What Is Retail Fulfillment?

Retail Fulfillment—often referred to as “fulfillment,” for short—is the process of managing shipments and tracking and confirming the delivery of physical materials in stores.

Think of it this way: you are making sure that the shipping, tracking, and delivery process of physical materials was “fulfilled.”

Why Does It Matter?

In today’s omnichannel-driven retail environment, consumers expect to find the product they need when they need it. They also expect to be able to check product availability on retailers’ websites and actually find the product in the store. Since consumers have multiple convenient alternatives to choose from, it is critical for retailers and brands alike to have products on the shelves right when the consumer is ready to buy.

What Are the Challenges?

Product companies, merchandisers, and experiential marketing companies need their products and physical materials to be available in the store before they can send field reps to install them. Ensuring that fulfillment information is available to field reps and retail workers can be critical for products to actually be on the shelf. By making this information available in mobile retail execution software, reps have the visibility they need to find stock in the backroom, reorder additional products, or schedule their next store visit. Without fulfillment, field reps may have to revisit the store if the deliverables were not sent yet, which costs field reps precious time and costs their employees money.

There is also the chance that something will be miscommunicated between the work being scheduled and the appropriate information being sent to a delivery company (or department). To err is to be human, as they say.

Fulfillment helps ensure a smooth process from start to finish.

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